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Industrial suppliers and distributors · Pay per click advertising

Buy the part number, not the words Grainger already owns.

Paid search for an industrial distributor works on the narrow searches, the part number, the interchange and the emergency, because a national house will outbid you on anything general. GullySales runs those campaigns, keeps students, job hunters and equipment shoppers out of the budget, and reads spend against quotes and orders.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of industrial suppliers and distributors at work in the United States

What pay per click advertising means

Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.

Also for industrial suppliers and distributors

Sales and marketing for industrial suppliers and distributors, the overview.

Last updated 5 Oct 2026.

For industrial suppliers and distributors

Where it usually goes wrong, and what we would do.

  • “Industrial supplies is a phrase you cannot afford”

    A national catalogue house pays for that click all day, and the person who typed it was not ready to order anything.

  • “A plant-down search happens at six in the morning”

    If the form drops into an inbox nobody opens before nine, you paid for a lead who rang somebody else at seven.

  • “Performance Max will spend your money on homeowners”

    Left alone it finds people shopping for a tool, because your product feed looks like a retail catalogue to it.

What we do

What we deliver for industrial suppliers and distributors.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Campaigns built on part numbers and interchanges

    Ad groups for the numbers your counter is asked for most and the OEM numbers you cross to, each landing on the page for that item.

    Result: Spend goes to buyers who already know what they need.

  2. A shopping feed limited to what you hold

    Your feed cut back to stocked items, with the branch, the price basis and availability kept current instead of a full catalogue dump.

    Result: Nobody clicks an advert for something you cannot ship.

  3. Negatives for students, jobs and used machinery

    Blocks on training courses, apprentice searches, second-hand equipment, rental and the consumer tool traffic that fills an industrial account.

    Result: The budget stops answering people who will never buy.

  4. An emergency and will-call campaign on its own budget

    Separate wording and hours for plant-down and same-day pickup searches, with a phone number rather than a form as the first action.

    Result: The two o'clock breakdown reaches a person.

  5. Call tracking that counts the calls nobody took

    A number per campaign, recorded, with the rings that went unanswered while the counter was busy listed alongside.

    Result: You find out how many paid calls were dropped.

  6. Spend read against quotes and orders by category

    Cost per quote and cost per order by product line, set beside the numbers taken before the account was touched.

    Result: You can drop a line that never repays its clicks.

How the result is measured

  • Cost per click
  • Cost per enquiry
  • Enquiries from paid search

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full performance marketing and PPC page

Searches to bid on and block

The searches worth paying for at an industrial supplier, and the ones to keep out.

Part number and size searches, such as 6205 2RS bearing
Bid. The buyer has a part and a machine to fix. Show stock, the make and a call button, and keep a separate ad group for each product family you hold.
Brand plus town, such as SKF bearing dealer in your city
Bid on the brands you are authorised for. A buyer who names a brand and a town wants a nearby stockist. Say that you stock and deliver locally.
Hydraulic hose, fittings and pneumatic part searches
Bid, if you fabricate or crimp. Say the sizes and whether you make the assembly at the counter, since a plant often needs it that day.
Plant stopped and breakdown part searches
Bid, as a campaign of its own, with a call button and the hours a person answers. A maintenance head with a stopped line will call the one who picks up.
Student, job, used machinery and general industrial supplies searches
Block. Mechanical project, job vacancy, used lathe and industrial supplies near me bring students and wide searches. Add them as negatives and read the terms.
Where the click lands, and what to count
Send part searches to a page for that product family with the stock and an enquiry form asking part number, quantity and delivery. Count a quote request with a part number and a call, and log the orders.

Who it is for

This is written for these industrial suppliers and distributors.

  • MRO and general industrial supply houses
  • Bearing, power transmission and motion distributors
  • Hydraulic and pneumatic distributors with a fabrication shop
  • Electrical and automation distributors
  • Fastener, abrasive and cutting tool suppliers
  • Safety and PPE distributors
  • Pipe, valve and fitting suppliers
  • Process equipment and pump distributors with service work
  • Single-branch independents inside a buying group

Not for

It is not the right fit if.

  • Nobody picks up the counter phone in the early hours, so a plant-down click would reach a ringing handset.
  • Your quotes are not logged against a source, so you could not tell which click became an order.
  • Your rate on the fast-moving lines loses to a marketplace, so every click would end in a comparison you lose.

How it works

How the pay per click advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Agree the whole budget

    We fix the total paid budget across platforms, who owns each ad account, and how much is open to moving.

  2. 2

    Audit tracking and accounts

    We check that conversions fire once, that calls and WhatsApp chats are counted, and that your enquiry sheet matches what the platforms say.

  3. 3

    Set one definition of success

    You and we agree what a qualified enquiry is and what an order is, so every platform is judged the same way.

  4. 4

    Build and launch the plan

    Campaigns are structured across platforms with shared naming and tags from day one.

  5. 5

    Read search terms and lead quality

    We review the queries that triggered ads and the enquiries that arrived, and remove waste before moving money.

  6. 6

    Reallocate and report

    Budget moves toward what is earning, within agreed limits. Results are reported against the baseline, at the frequency agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can we outbid Amazon Business and the national houses?
Not on a general term, and trying empties the budget by the middle of the month. You win on the part number, the interchange and the emergency, where a national buyer has no advantage. That is a smaller pot of searches and a far better one.
Should we advertise the whole catalogue?
No. Advertising belongs on the lines where you hold stock, carry margin and can ship today. Everything else is better served by the search box on your own site and by the counter.
Should the advertisement list the whole catalogue?
No. A buyer wants one part. Advertise the families where you hold stock and can supply from stock, and let the page search the rest. Spend on the lines that have repeat buyers, and stop ads on parts you cannot supply.
How do we keep individual consumers from calling?
Say for industrial and plant use in the advertisement, add household, home, toy and price words as negatives, and ask for a company name on the form. Check search terms for consumer words and trim them.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for industrial suppliers and distributors.

All articles

More for industrial suppliers and distributors

Everything else we would do for you.

Or start from the overview: sales and marketing for industrial suppliers and distributors.

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